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An exploratory study into purchase behaviours towards fresh fruit and vegetables of Irish consumers with specific focus on the environmental impact of their packaging

McKeon, Ciaran (2019) An exploratory study into purchase behaviours towards fresh fruit and vegetables of Irish consumers with specific focus on the environmental impact of their packaging. Masters thesis, Dublin, National College of Ireland.

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Abstract

Packaging on food and beverage products has been put under the spotlight in recent years due to a massive media and public interest about its environmental impact. Harrowing footage shown on nature documentaries and a greater concern of climate change has made many consumers voice their opinions and demand changes from retailers and manufacturers. However, previous research on the green consumer makes us aware of the concern-behaviour gap, where ethical intentions don’t always translate into the same ethical purchase behaviours.

The purpose of this study is to explore if the latest unprecedented public climate of environmental concern has shifted to a new level where the concern behaviour gap is narrowed and greater action is taken by consumers in context of their purchase behaviours.

The impact of Irish consumers’ attitudes towards food waste is also explored as this is heavily linked to food packaging.

Qualitative research was undertaken through six semi structured interviews to gain rich insights and opinions into their purchasing habits and how their thoughts on environmental concerns effected them.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
G Geography. Anthropology. Recreation > GE Environmental Sciences > Environment
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 24 Oct 2019 13:13
Last Modified: 24 Oct 2019 13:13
URI: http://trap.ncirl.ie/id/eprint/4040

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